Your social media numbers are meaningless (or how I learned to stop worrying and love content)

What does it say about an organization’s social media strategy if they have over 1 million Facebook fans but average only a handful of ‘likes’ per post?

Social media was supposed to promote dialogue between users. But at some point along the way this was subverted by a desire to build up numbers. A race to see who had the most ‘friends’ ‘likes’ and ‘followers’ across their social media platforms.

As the medium matures, these numbers are becoming increasingly meaningless. If museums and arts institutions want to get real value out of their social media presence they should forget about ‘follower numbers’ and focus on building real engagement with the public.

So how do we do that...

Bibliography: What does it say about an organization’s social media strategy if they have over 1 million Facebook fans but average only a handful of ‘likes’ per post?
Social media was supposed to promote dialogue between users. But at some point along the way this was subverted by a desire to build up numbers. A race to see who had the most ‘friends’ ‘likes’ and ‘followers’ across their social media platforms.
As the medium matures, these numbers are becoming increasingly meaningless. If museums and arts institutions want to get real value out of their social media presence they should forget about ‘follower numbers’ and focus on building real engagement with the public.
So how do we do that...